日志

[ PEPSI LEGACY]

The summer of 1898: AS USUAL, WAS HOT AND HUMID IN NEW BERN, NORTH CAROLINA. SO A YOUNG PHARMACIST NAMED CALEB BRADHAM BEGAN EXPERIMENTING WITH COMBINATIONS OF SPICES, JUICES AND SYRUPS, TRYING TO CREATE A REFRESHING NEW DRINK TO SERVE TO HIS CUSTOMERS. HE SUCCEEDED BEYOND ALL EXPECTATIONS, INVENTING THE BEVERAGE NOW KNOWN AROUND THE WORLD AS ... PEPSI-COLA.

PEPSI'S BEGINNING:

Caleb Bradham knew that to keep peoplereturning to his pharmacy, he would haveto turn it into a gathering place. Like manypharmacists at the turn of the century, hehad a soda fountain in his drugstore,where he served his customers refreshingdrinks that he created himself. His mostpopular creation was a unique mixture ofcarbonated water, kola nuts, vanilla andrare oils, named “Brad’s Drink” by hiscustomers. Caleb decided to rename it“Pepsi-Cola,” and advertised his new softdrink to enthusiastic customers. Sales ofPepsi-Cola started to grow, convincinghim to form a company and market thenew beverage. In 1902, he launched thePepsi-Cola Company in the back room ofhis pharmacy, and applied to the U.S.Patent Office for a trademark. An officialpatent was awarded on June 16, 1903.At first, he mixed the syrup himself andsold it exclusively through soda fountains.But soon Caleb recognized that a greateropportunity existed—to bottle Pepsi-Colaso that people everywhere could enjoy it.

BUILDING THE BUSINESS:

Advertising Pepsi-Cola as “Exhilarating,Invigorating, Aids Digestion,” the businessbegan to grow. Caleb sold 7,968 gallons ofsyrup in 1903. Two years later, heawarded two franchises to bottle Pepsi-Cola to independent investors in Charlotteand Durham, North Carolina. In 1906, thenumber of franchises grew to 15, andleapt to 40 by 1907. By the end of 1910,there were Pepsi-Cola franchises in 24states, and the company was selling morethan 100,000 gallons of syrup per year.Building a strong franchise system wasone of Caleb’s greatest achievements.Local Pepsi-Cola bottlers, entrepreneurialin spirit and dedicated to the product’ssuccess, provided a sturdy foundation fora growing company. They were then, andcontinue to be today, the cornerstone ofthe Pepsi-Cola enterprise.Caleb’s business expertise and advertisingsavvy captured widespread attention forhis company. He erected a Pepsi-Colaheadquarters so spectacular that the townof New Bern featured it on a postcard. Thecompany was one of the first in the UnitedStates to switch from horse-drawntransport to motor vehicles, and a 1913editorial in the Greensboro Patriot praisedCaleb for his “keen and energeticbusiness sense.” He was even mentionedas a possible candidate for governor.Pepsi-Cola’s advertisements changed, too.Famous racing car driver Barney Oldfieldendorsed Pepsi in newspaper ads as “abully drink ... refreshing, invigorating, afine bracer before a race.” Caleb promotedPepsi sales with the slogan, “Drink Pepsi-Cola. It Will Satisfy You.”The outbreak of World War I changed theU.S. financial landscape, and the cost ofdoing business increased drastically.Sugar prices fluctuated wildly betweenrecord highs and disastrous lows, and sodid the cost of producing Pepsi-Cola. In1923, Pepsi-Cola was bankrupt. Calebreturned to his pharmacy and sold thevaluable Pepsi-Cola trademark to CravenHoldings Corporation, the first of whatwould be several owners.

[Its legacy is too long to attach here.But it's a refreshing story and Pepsi is my favorite beverage.